The question, “How much money do you make?” makes you uncomfortable, yes. Get ready to become even more uncomfortable. Watch what happens when these people are asked:

The campaign is mortierbrigade’s 2024 work for ZIJkant Equal Pay Day, the twentieth campaign for equal pay.  

It is built on a recent study conducted by Ipsos on behalf of ZIJkant, that showed Belgians’ reluctance to openly discuss salaries. Nearly half of the respondents have no idea about the salary packages of friends, colleagues – and especially, superiors. Nearly half avoid discussing their own salaries with colleagues or their bosses. Women appear to be the biggest victims of this taboo. More than six out of ten have no idea about the salaries of colleagues with different positions, while more than seven out of ten are in the dark about the salary packages of their superiors. Moreover, they rarely discuss their own salaries with these superiors.

Even after 20 Equal Pay Days the gender pay gap remains a persistent issue, with avoidance of openness about salaries playing a significant role.

This year’s film, directed by Lionel Goldstein and produced by Czar BE, highlights the absurd stress reactions provoked in men by the ‘inconvenient question’. The video launched on Equal Pay Day, March 17. Lionel Goldstein is the alias of Belgian directing duo Koen Mortier and Joe Vanhoutteghem, co-founders of CZAR Brussels.

Credits

Client: Zijkant – Equal Pay Day
Agency: mortierbrigade

Production Company: Czar BE
Director: Lionel Goldstein
Producer: Maarten De Sutter
Executive Producer: Eurydice Gysel
Director Of Photography: Maxime Desmet
Art Director: Tanker
Post Producer: Bieke De Keersmaecker

Post-production: Czar Be
Editor: Manu Van Hove
Colour Grading: Olivier Ogneux

mortierbrigade’s previous efforts for Equal Pay Day include: